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FROM WATERFALL TO AGILE
A Product Manager Journey
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THE BEGINNINGS
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1931 Neil H. McElroy
“Brand Men”
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1940s Hewlett Packard
Technology
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!= @ramonguiu
Validation too late in the process
Change is expensive, disruptive
Slow response to market changes
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LA RÉVOLUTION
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Internet
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Agile
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MY STORY
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Ramon Guiu • 14 years in software startups • 10 years leading product • Entrepreneur • Dev, QA, Project Management • Product Tank Barcelona
2011 – XYLEME 1st PM 30 People Remote
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On Premise Perpetual Licenses
Waterfall Long Releases
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Vision & Strategy
Requirements & Specs Go To Market
Profitability
TRADITIONAL PM
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THE SCRUM PRODUCT OWNER
Product Backlog
User Stories Share Knowledge
Maximize Value
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1. THE SUPER-PM
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TRADITIONAL PM + PO
Product Backlog
User Stories Share Knowledge
Maximize Value Vision & Strategy
Go To Market
SUPER-PM@ramonguiu
Team Alignment &
Collaboration
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Does Not Scale
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PRODUCT LIFE CYCLE Growth Introduction Maturity Decline
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2. THE ODD COUPLE
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PM AND PO
Product Backlog
User Stories Share Knowledge
Maximize Value
PO
Inbound - Team Focus
Vision & Roadmap
Features Go To Market
Profitability
PM
Outbound - Market Focus
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Customers Market
STRATEGIC
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Customer Proxy?
No Alignment!
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3. DYNAMIC DUO
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The Product
Marketer
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PM AND PMK
Users
Vision & Roadmap
Features & User Stories
Backlog
Value and Profitability
Profitability
Sales Enablement
Go-To-Market Strategy Buyers
PM
PMk
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Single Owner Alignment
Collaboration
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Marketed Value Vs
Actual Value
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WHAT’S NEXT?
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Opportunity Backlog
Discovery Track
Development Backlog
Development Track
Hypothesis, prototypes, and validation. Feed development backlog.
Deliver a working product based on validated. experiments every 4 weeks.
DUAL TRACK AGILE
Release Release Release Release
LEARN
DELIVER
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JOBS TO BE DONE
Situation Needs Goal
WHY do people hire your product?
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OBJECTIVES & KEY RESULTS Company Level
Team Level
Individual Level
Actions
Results
Objectives
Business Goals
Year
Quarter
Week
